Media Technologies: How algorithms (secretly) run the world

(Logo created by me using Photoshop)

Shuplace Placement app has been created to enhance the accessibility and convenience for the students who are looking for job opportunities as students can search for jobs having all the tools in one place. Students within the STEM department from Sheffield Hallam Univerisity are the main target audience. The app would allow employers to post jobs directly to the app, and to be regulated by the university’s placement team. The final goal of the app is that it could be used by media students at different universities, and our main target is the placement teams that can specialise the app for different courses. 

For market and product research, we found that student job applications were mainly on the internet and not apps that we thought were not useful as students were the main users of mobile apps for convenience., “For university students, the availability, convenience and low cost of mobile applications (apps) present new opportunities to fit learning into their busy lives outside class.” (Steel, C. 2012, pp.1). Therefore, our app and idea were inspired by other social media outlets that are work focused like LinkedIn. 

(Moore, 2018)

According to the Office for National Statistics 2019, the country’s unemployment rate currently stands at a relatively low 3.8% and the graduate labour market remains robust and by some measures is as strong as it has been for some time. Therefore, the competition for graduate jobs is fierce and companies needed a way to filter out applicants, in came the computer algorithms that will look at your CV to filter out applicants. LinkedIn can be a valuable tool in your job search as businesses, recruiters and head-hunters will use LinkedIn to search for candidates for particular jobs and then approach them directly (The Guardian, 2017). 

(Pinterest, 2017)

There is still discrimination in jobs, even when computers do important filtering work. While, by definition, an algorithm is devoid of thought, stereotyping, and bias, the fact remains that its design is created by human hands. In 2014, Amazon started looking to see if AI could help it sort through people applying to work at the company. By the following year, it had become apparent that the algorithm only accepted resumes submitted by men. This surprising finding was later explained by the fact that the method looked at applications from the previous 10 years, the era during which men dominated the technology industry, so the mathematical calculations concluded that men were more suitable for the technology industry (Fortune, 2018). Therefore, the creation of algorithms to select the “most suitable” candidate does not always mean choosing the candidate who is the best.

(Financial Times, 2019)

The mistake had nothing to do with any bad intentions on the part of the person who designed the algorithm, but it demonstrated the complexity of creating a perfect algorithm (and blindly trusting it). In 2017, Amazon abandoned the initiative and returned to conventional recruiting practices, delaying the use of predictive analytics for recruitment at a later time (The Guardian, 2018). Yet another study by the National Bureau of Economic Research (NBER) proved market disposition towards white names (such as ‘Emily’ or ‘Greg’) that got more callbacks for interviews than black names (such as ‘Lakisha’ and ‘Jamal’). Thus, algorithms have become a part of the real world with them in everything, but when you apply for a job, they are considered to be the new norm. They experimentally manipulated perception of race via the name on the resume and we have become accepting of the technology in the future. However, this is a broader issue which affects more than just our searched job and future employment.

For general, an HR department inputs the current employee details to configure an algorithm for recruiting, so that the algorithm can create ideal applicant profiles that are compatible with the principles and spirit of the organisation. This is used hoping to reduce the errors in hiring someone whose profile does not correspond to the ethos of the company. As a result, the algorithm will favour applicants closer to what it sees as the best profiles, thus considerably reduce the diversity of applicants. Naturally, this will have an impact on the variety of these applicants, in terms of experience, skills, and personality (Gabriel, 2019). 

(Upturn, 2019)

Today, recruiters at large companies such as Target, Hilton, Cisco, PepsiCo and Amazon are using predictive recruiting software to both reduce the time and expense of each new hire-and hypothetically increase the quality and tenure. Knowing at which points in the hiring process algorithms come into play will help identify the source of bias (Bogen & Rieke, 2020). Therefore, Shuplace Placement app has been created to fill the media world with the need for placement-oriented work. I agree that a discussion now needs to be held about what new theory should be developed to address the algorithms of repercussions. This is because of Williams, C.L (2013) argued that “new concepts are needed to understand workplace gender inequality in the 21st century.”

(Computer Science Basics: Algorithms, 2018)

In addition, one way to avoid algorithmic bias is to stop making hard-screening, algorithm-based decisions. Encourage a human examination to ask experienced individuals who have been through bias training to supervise selection and assessment. Let decisions be driven by a person informed by algorithms, rather than a single algorithm. Can recruiting completely eliminate bias and prejudice? The response is “probably not” for both algorithmic and human approaches. However, as big data, machine-learning algorithms, and human analytics assume a greater and more influential role in recruitment, HR practitioners must consider the consequences of these technologies and ensure that they always represent the best human intentions (Mann & O’Neil, 2016). 

(TechBusket, 2017)

In conclusion, digital is remaking the workforce, and in companies with enlightened and forward-thinking management, it presents new opportunities for career growth (Forbes, 2016). Therefore, more research needs to be done within media technology as the way technology has changed the last decade and the world of job searches is a major reason. Fresh graduates can have a harder time finding a job than they expect in this job climate and we know it but we know that a competitive job market shouldn’t stop them from reaching for their goals and we are going to work on finding a solution for the future.

Bibliography

1. Amazon ditched AI recruiting tool that favoured men for technical jobs. (2018). Retrieved 15 January 2020, from https://www.theguardian.com/technology/2018/oct/10/amazon-hiring-ai-gender-bias-recruiting-engine
2. Amazon Killed an AI Recruitment System Because It Couldn’t Stop the Tool from Discriminating Against Women. (2018). Retrieved 15 January 2020, from https://fortune.com/2018/10/10/amazon-ai-recruitment-bias-women-sexist/
3. Bogen, M., & Rieke, A. (2020). An Examination of Hiring Algorithms, Equity, and Bias. Retrieved 15 January 2020, from https://www.upturn.org/static/reports/2018/hiring-algorithms/files/Upturn%20–%20Help%20Wanted%20-%20An%20Exploration%20of%20Hiring%20Algorithms,%20Equity%20and%20Bias.pdf
4. Computer Science Basics: Algorithms. (2018). [Image]. Retrieved from https://www.youtube.com/watch?v=kM9ASKAni_s
5. Employers’ Replies to Racial Names. (2020). Retrieved 15 January 2020, from https://www.nber.org/digest/sep03/w9873.html
6. Financial Times (2019). How artificial intelligence helps companies recruit talented staff. Retrieved 15 January 2020, from https://www.ft.com/content/2731709c-3043-11e9-8744-e7016697f225
7. Forbes (2016). 5 Ways Digital Technology Is Changing Your Job. (2016). Retrieved 16 January 2020, from https://www.forbes.com/sites/joemckendrick/2016/12/29/5-ways-digital-technology-is-changing-your-job/#1bef64d064bd
8. Guardian Jobs (2017). How to use social media in your job search. Retrieved 14 January 2020, from https://jobs.theguardian.com/article/how-to-use-social-media-in-your-job-search/
9. Mann, G., & O’Neil, C. (2016). Hiring Algorithms Are Not Neutral. Retrieved 15 January 2020, from https://hbr.org/2016/12/hiring-algorithms-are-not-neutral
10. Moore, T. (2018). Can You Game the Recruiting Algorithm With This Résumé Hack?. Retrieved 15 January 2020, from https://melmagazine.com/en-us/story/can-you-game-the-recruiting-algorithm-with-this-resume-hack
11. Nine Reasons Your Resume Gets Rejected. (2017). [Image]. Retrieved from https://www.pinterest.com/pin/701365341938848701/
12. Steel, C. (2012). Fitting learning into life: Language students’ perspectives on the benefits of using mobile apps. In ascilite (pp.1).
13. TechBustket (2017). [Image]. Ways In Which Technology Has Changed The World Of Marketing. Retrieved from https://www.techbusket.com/tech-news/ways-technology-changed-world-marketing/
14. Unemployment – Office for National Statistics. (2019). Retrieved 15 January 2020, from https://www.ons.gov.uk/employmentandlabourmarket/peoplenotinwork/unemployment
15. What If Your Recruiter Were an Algorithm?. (2019). Retrieved 15 January 2020, from https://www.welcometothejungle.com/en/articles/what-if-your-recruiter-were-an-algorithm
16. Williams, C.L. (2013). The Glass Escalator, Revisited: Gender Inequality in Neoliberal Times, SWS Feminist Lecturer. Retrieved 10 January 2020, from https://www.researchgate.net/publication/269862695_The_Glass_Escalator_Revisited_Gender_Inequality_in_Neoliberal_Times_SWS_Feminist_Lecturer

 

Reflective Report

As a Public Relations student, I had totally no idea where and how to start making an application. Most importantly, we needed to make it work, not just simply show how it will look. As an international student, I always find it difficult to communicate with people as English is not my first language. However, I keep telling myself that I have to step outside of my comfort zone and get in touch with different people. I am glad that I found Hodan Ibrahim to be in a group with me. She was on placement last year so she came up with an idea of creating a placement app to enhance the accessibility and convenience for the students who are looking for job opportunities and we named it “Shuplace Placement App”.

As we started developing our prototype we found ourselves concentrating on different aspects. Hodan was doing app building and designing the interface. Using Photoshop to design the app’s logo and making EXCEL spreadsheets was part of my job. “Alone, we can do so little; together we can do so much.” To be honest, I enjoyed working with Hodan even though we only had two people in the group but we managed to meet up once a week to give feedback to each other to produce a successful app.

The biggest challenge was finding software to build this app on. We were struggling to find one that was easy to use and FREE! We had looked into certain software but in the end, we decided to use Adobe XD but it was not available on the university’s computers. Therefore, I could only download on my laptop to develop our prototype. This software allowed us to design the app the way we wanted whilst also giving us the opportunity to learn basic coding.

(“Programming and coding”, 2018)

One of the most rewarding challenges I have taken on was even I have no idea, I have to find a solution, whether that is watching YouTube tutorials or asking any friends of mine. After more research and several failed attempts, I was genuinely proud to see the elements that took ages to the programme has finally come to an end, knowing how it all worked! Throughout the whole progression, it has helped me to grow professionally as it has made me aware of the work behind technology and its implications for society.

The overall experience of working with Hodan was enjoyable and the learning journey we created together was based on consistent team effort, research and meetings every week. I am grateful for the knowledge that I have gained throughout this development. With this module, I have a better understanding of how to develop an app and it has broadened my thinking that I never thought I would ever attempt. Most importantly, it has given me something extra on my CV, showing employers that I am able to step out of my comfort zone and taught me to adapt something new in a short time. 

 

References

1. Programming and coding. (2018). Retrieved 6 December 2019, from https://creativemarket.com/Kit8.net/2223297-Programming-and-coding

Media Technology: Prototype

(Logo created by me using Photoshop)

 

Introduction

Our app was an idea created by my teammate Hodan linking to her personal experience in finding a placement. She found that it was hard to find a media-related job. Please go to her blog post (Click Here) to read the Business plan for Shuplace Placement App and further developments are planned for the prototype while I will be focusing mainly on Tetrad, Data Management and Costings of the app.

 

(Video of Shuplace Placement app created by Adobe XD to show all its features) 

(Janet, 2019)

 

Tetrad

(Nurul, 2007)

Marshall McLuhan developed the idea of using tetrads to apply a consistent mode of analysis to different media. Therefore, we used his effects model to create our app and generate positive and negative outcomes.

The “Shuplace placement app” enhances accessibility and convenience for the students. User Interface (UI) focuses on what users might need to do and ensuring the interface is easy to facilitate those actions. However, it makes particular mediums out-dated, obsolesces such as the UniHub platform and The Guardian Jobs where the platform used to offer work experiences and job opportunities to students. Also, this app would reverse personal security. In fact, at the touch of a button, it makes people easier to get all the information they want. Finally, it would retrieve work experience and job opportunities for students in higher education through invisible technologies.

 

Data Management

Through data management, we will get to know the best position to store the data in the database and provide a dashboard where we can see some basic information about user behaviour in the app. This app attempt at collecting data when the users create an account and provide data opportunities where we can obtain personal data. In fact, Google Sheets would be a useful feature to allow us to look into what data is going to collect and it is convenient and easy to use as everything is updated in real-time. The best part about Google Sheets is that it is free and it works on any device. For Data privacy follow the link to Hodan (Click Here)

 

Costings of the app

We have calculated the estimated costing of the app using “app cost calculator” at http://howmuchtomakeanapp.com and this could cost £36,400 to build our prototype. However, Shuplace Placement app will be free for users to download but students could pay £5 for premium access where they can get job alerts whenever there are updated jobs available and suitable for their profession. This money can then aid the further development of Shuplace Placement app which can increase user engagement and allow them to do quickly and efficiently with the interface.

 

Conclusion

Overall, these are the main parts I focus on my blog post. Shuplace Placement app would be a useful app of filtering jobs for the media student at different universities. Students would be able to search for jobs having all the tools in one place. For a better understanding of the business plan, usage of the app, research and data privacy, please go to Hodan’s blog post (Click Here) 

 

References

1) Nurul, (2007). Retrieved 17 December 2019, from https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=2ahUKEwjv6ICry73mAhWMDWMBHb2XDuMQjRx6BAgBEAQ&url=http%3A%2F%2Fnurulsyaqirahblogger.blogspot.com%2F2017%2F09%2Finterpretation-on-marshall-mcluhans.html&psig=AOvVaw1ubyW6ax_0g_MaGm1T-roB&ust=1576703216581464

2) Janet, (2019). Retrieved 17 December 2019, from https://www.youtube.com/watch?v=JBmqbW5zdEs